14 Feb 6 Reasons Your Social Media Strategy Isn’t Working (& How To Fix It)
Do you feel like you’re hitting a wall when it comes to your social media marketing strategy? Here are some reasons why your social media strategy may not be working the way you expected it to – plus a few tips on how to fix these common mistakes.
1. YOU DON’T HAVE CLEAR GOALS OR PURPOSE
The main reason why your social media strategy isn’t working is because you don’t have a clear vision of your overall social media goals are, or the purpose behind your posts. Each post on your social media channels should be thought out and strategic – even if the strategy is just to put a smile on your follower’s faces.
How to fix it: Jot down a few goals you’d like to reach by using social media marketing. Take a look at your current accounts and what you’re missing. Now you can craft some posts based on this. If you need some suggestions you can check out 3 social media goals to set for your brand or business (and how to track them).
2. YOU HAVEN’T DEVELOPED A THEME OR STYLE
It may seem silly, but another reason your social media strategy may not be paying off is because you haven’t gotten specific about your brand voice, or set a look and feel for your social media channels. Developing a specific style will help you stand out from the competition, and can even make creating content a little easier. This is especially true for very visual social media networks like Instagram.
How to fix it: This process can be tricky and will take a lot of thought – and maybe some trial and error. Think about your brand colors, and what look and feel you want to project. A theme can be as simple as choosing a specific filter for each photo, to using the same frame on each photo – or even creating a pattern with the types of photo you choose. To get started check out this post: How to create a cohesive Instagram theme.
3. YOU HAVEN’T THOUGHT ABOUT YOUR IDEAL CUSTOMER WHEN CREATING CONTENT
Getting to know your audience in key in creating a social media strategy that not only garners engagement from your audience, but also helps you reach your goals. Posting memes or puppies for engagement may get you followers and likes, but the following you build will not be specific to your brand. We don’t just want numbers, we want the right people.
How to fix it: Research is your friend here. Ask your current audience questions, run surveys, check out the competition and the conversations their relevant followers are having. Use this information to create posts that solve pain points, and add value to your target audience.
4. YOU AREN’T ENGAGING WITH YOUR COMMUNITY
Engaging with your community is essential for your social media efforts to work and to see consistent growth. Get out there and like photos and tweets, join Twitter chats, interact in Facebook groups, leave comments on Instagram and Facebook, start conversations. Interacting with others is the best way to get your account in the eyes of your target audience and influencers.
How to fix it: This process can be time-consuming, but getting organized can be the best way to approach interacting. Perhaps set aside a specific amount of time each day or week that you dedicate solely to interacting with accounts, and taking part in conversations. Do a quick search to find Twitter chats where your target audience or influencers are hanging out
5. YOU AREN’T BEING CONSISTENT
Consistency is another key part to the success of your social media strategy. You have to post and interact on a regular basis to show up in your follower’s feeds – especially with algorithms choosing what we see.
How to fix it: Create a content schedule and stick to it! Make sure you’re posting AT LEAST 3x a week. Remember to experiment with post frequency to see what works specifically for your audience.
6. YOU AREN’T ANALYZING AND UPDATING YOUR STRATEGY
Analytics are where your answers are! If your social media strategy doesn’t seem to be working, take a dive into your analytics.
How to fix it: Check your analytics regularly and take note of what is working and what isn’t. If it doesn’t work, drop it and focus your efforts on the things are working. Pay attention to peak times, and your engagement rates.
Social media is constantly shifting and the 6 points we just discussed are anchors to continue checking into in order to keep up with changes that may happen with your audience. As a bonus – remember to audit your strategy every 3 – 6 months. For guidelines on what to keep track of download my social media strategy checklist.